Review Request for Interest/Proposals for a Dynamic Display Billboard for Retail Advertising on Highway 10 Near the COR

The purpose of this case is review the proposals submitted by three Dynamic Display Billboard (DDB) companies and to recommend next steps to move the process of action / selection forward. 

The City has received proposals from Clear Channel, iDigital Media and Lamar.  Staff has consulted with each company and has agreement on a preferred sign location at 7443 Highway 10 NW (former M & G Trailer storage site).  Each proposal brings a slightly different approach but all consist of a two-sided DDB with rotating advertising opportunities.  All proposals have the private company designing, constructing and maintaining the DDB and to lease the property from the City. Under these scenarios the city does not fund any of this project and received lease revenue. Copies of the submitted proposals and a Staff generated summary and ranking sheets are attached for reference.

It should be noted that the land proposed for this project was purchased with RALF (Right of Way Allocation and Loan Fund) funds by the Metropolitan Council as part of the previous Highway 10 vision established in the early 2000s. This parcel is no longer needed as a full acquisition and will be eligible for this improvement and potential redevelopment in the future.  As such, revenue received from the land lease would need to first pay back RALF obligations. Once those obligations are satisfied, the lease revenue can be received by the City of Ramsey.  

N/A

In an effort to further evaluate the proposals, Staff put together a simple scoring/ranking system based on some key components of the proposals. The scoring system as a simple 1, 2, 3 rating with 1 being the best and 3 being the worst. The results of the scoring matrix below are not binding and only serve as a comparative tool to further the discussion. The ranking results are as follows:

1st - iDigital
2nd - Clear Channel Outdoors
3rd - Lamar

Alternatives:

1. Recommend that the City Council select a single/final vendor to negotiate a Lease Agreement on the preferred City Owned Parcel
2. Direct Staff to invite vendors to present to the EDA to assist with the selection of a preferred vendor and/or direct Staff to prepare a future EDA Case to provide the EDA an opportunity to do a more detailed analysis on the proposals
3. Something else

This project would be handled under normal staff duties.

There would be no cost to the City at this time. If a parcel owned by the City were selected, the City would negotiate lease revenue for a ground lease. The City would not be handling the ad sales. The billboard company would own and operate the sign itself. 

Based on discussion. Staff is comfortable with making a recommendation on a preferred vendor if desired by the EDA, but would also support a more robust review by the EDA before selecting a preferred vendor. 

Based on discussion.